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Toronto-based Bensimon Byrne Saves The Pizza for the Ontario Ministry of the Environment and Climate Change

Climate Change is one of humankind’s most daunting challenges. For many years, people have seen the dire predictions of rising sea leve...

Climate Change is one of humankind’s most daunting challenges. For many years, people have seen the dire predictions of rising sea levels, melting snowcaps, superstorms, forest fires, drought and famine. The enormity of the problem and the enormity of what we need to do as individuals can be overwhelming. It’s also hard to comprehend on a personal and individual level what this means.

The aim of this campaign, created by Toronto’s Bensimon Byrne for Ministry of Environment and Climate Change, is to hyper personalize the impacts of climate change on the people of Ontario. Climate change changes everything. Literally everything is at stake on a personal level.

It’s not just agriculture and the food supply being threatened, it’s your love for pizza-full of ingredients grown in fields across our province.

It’s not just that superstorms will lead to more regular large scale flooding-your basement man cave is at risk.

It’s not just the fish population that’s being threatened-it’s the amazing stories of the one that got away that are at risk.

The scenarios were chosen based on the factual threats to Ontario posed by climate change.
Some examples:
The rise in temperature of the Great Lakes, and other inland lakes by 3 to 6 degrees centigrade poses a significant threat to the fish population.
Temperature extremes have caused significant crop damage to syrah, sauvignon blanc and merlot grape varieties in Niagara’s wine growing region
Severe summer storms causing flood damage in excess of $100 million have become more frequent.

Each execution brings a personal consequence of climate change to light. And everyone will be impacted, from kids to grandparents and everyone in between. That’s why the campaign reflects a very diverse range of target groups.